For the third consecutive year, Hangar was entrusted with Bacardi's national summer campaign. Our brief was to encourage consumers to ask for Bacardi by name, and to emphasise the untameable spirit that the brand shares with its Maltese consumers.
When you add Bacardi to a party, anything can happen. So we did. We threw a real Bacardi party with real Bacardi drinkers, which provided the setting for a synchronised photography and videography shoot. Over 120 finished media pieces were generated during a single day.
The campaign reached 100% of its intended target market, a quarter of whom reported campaign recall. A 570% increase was also observed in campaign reactions across Facebook and Instagram year over year: now that's reason to party!